McDonald's France recently unveiled its new, minimalist directional billboards that help drivers find its restaurant location using a trail of french fries for visual clues. The out-of-home ads also feature text on the imagery which includes: "2nd exit at the roundabout," "Turn left," and so forth. The brand has created 64 different versions of the billboards which can be used at various locations.
This is not the first time McDonald's has used branded imagery to direct drivers to its restaurants. In 2018, the company used the famous 'Golden Arches' to help customers locate the restaurants. Its new campaign continues to use playful and colorful artwork to entice consumers to "follow the yellow brick road" into a McDonald's restaurant.
The target demographic for the ads range from hungry commuters to lost travelers, and even eager children.